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Case Code: CLBS158
Case Length: 05 Pages 
Period: 2016   
Pub Date: 2017
Teaching Note: Available
Subject :Business Strategy
Organization :Dollar Shave Club
Industry :Men's shaving business
Countries : USA

Dollar Shave Club: Disrupting the Shaving Industry?



This case is about US-based start-up, Dollar Shave Club (DSC), which was started in 2011 as an online seller of razors and other accessories. Its low price, product offerings, and unique marketing practices helped the company become highly popular within a short span of time. DSC attracted investments from several venture capitalists and was valued at US$ 615 million in 2015. The case discusses the origin, growth, and unique business practices of DSC, which helped it pose a challenge to established players and emerge as a disruptive force in the men’s shaving industry.

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  • Understand how start-ups can combine technology, sales, and branding.
  • Evaluate ways a company can increase its customer base by offering value for money.
  • Evaluate the use of social media as a tool of customer contact.
Michael Dubin (Dubin), CEO of the US-based Dollar Shave Club, (DSC), an online subscription-based company selling men’s razor shaving blades and other accessories, disrupted the shaving industry by challenging market behemoths like Procter & Gamble’s Gillette that was dominating the market. DSC’s membership-only website, started in 2011, sent customers a shipment of razor blades automatically every month and helped its customers save as much as $300 per year on their shaving expenditure. DSC, which was started with the promise that it would help men save time and money, was valued at $ 615 million by June 2015...


Online marketing, Low-cost manufacturer , Online subscription based business, Social media, Humor in Advertising, Low cost business model, Online order-taking, Disruptive business model, Entertaining advertisement, Customer experience, Gillette, Schick, Energizer, Procter & Gamble" "

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